1. Create the right image for your business
Nothing communicates your brand in quite the same way as printing. The ability to create high resolution images on superior quality paper or boards, or select from a range of textured or specialty stocks printed with creative or even quirky designs offers every business the ability to communicate the image that’s right for their business. A printed communication is tactile and permanent. It is a piece of your business right in the hands of your customer or prospect.
2. Mailed promotions preferred over email
There is a perception that email is an easy and effective way to deliver advertising messages, but the reality is much more complicated. For one, deliverability rates are getting lower and lower as email marketers battle to get their message past various levels of filtering, let alone opened by the recipient.
Importantly, recipients actually prefer to get communications from businesses in the mail. According to Australia Post research, 72% of respondents preferred business communications in the post over email. They believed that a printed mail piece was much more likely to get their attention, and they were more likely to spend time reading it than an email. The respondents also said they were more likely to keep the printed mailing and do something as a result of the information they received in the mail. This is a powerful validation that Direct Mail is still an effective marketing tool when it is executed correctly.
3. Powerful way to build brand equity
Successful brands become iconic because the market understands what the brand represents in terms of the key values of the organisation, its capabilities, and how the organisation is differentiated from its competitors.
Brand marketing is about much more than simply exposing the market to a brand image on a regular basis. It is about educating your market and becoming recognised as a relevant and meaningful business that people want to deal with. A printed campaign is an effective way to combine the imagery of your brand with effective sales messages and quality information that build equity into you’re your brand.
4. Educate your market – People buy what they understand
One of the quickest ways to win new customers is to educate them with quality information that helps them understand how your product or service can solve their problem or help them get what they want. The better they understand, the more they want what you’ve got. Printed information such as Newsletters, Fact Sheets and Direct Mailings are all highly effective ways to educate your market and get them buying from you.
5. Targeting specific segments produces results
Contemporary marketing is all about micro-segmentation of your market. The sales message that is right for one segment can mean nothing to another, even when you are selling the same product or service. Printed marketing communications are unique. They can be targeted with precise accuracy to specific demographics and individuals, and you don’t need to be concerned about Spam laws if you are sending unsolicited content.
6. When you need results – NOW
Almost every business is looking for rapid results when they implement a marketing campaign. A printed Direct Mail campaign is still one of the only marketing methods available to business that can predictably get a targeted message into the hands of a target market – when they want it to happen. The content of a Direct Mail campaign is also typically designed to prompt a quick response from the recipient using time limited offers and copy that motivates the target into action.
7. Drive traffic to your web site
Having a web presence has become an essential part of the communications strategy for many businesses, but the constant challenge is generating quality traffic. Even the web giants, such as Google, have used printed Direct Mail campaigns to target prospective customers and drive traffic to their web site. This integrated approach to marketing makes it possible to leverage the selling power of more than one media, maximising the awareness and response from your market.
8. Make your message last
Marketing can be expensive, so you want it to last. While many forms of media are momentary, printed communications are intrinsically long lived. As long as the information you have created is relevant and of value to your prospects and customers, they can keep it for future reference even if they are not ready to make an immediate buying decision. Information Marketing tools such as Fact Sheets and Newsletters are an excellent way to keep your brand and your message in front of your market for weeks, months even years.
9. Create referrals without doing a thing
Referrals are a valuable growth tool in any business, and the best referrals are those that are spontaneous and genuine and happen when a customer or contact passes on information from your business to a friend, family member or associate because they want to, not because you asked them for a name to call. Quality information that educates prospects and helps them make an informed buying decision is always going to be valued over overt advertising material, and is much more likely to be passed around.
10. Build relationships with existing and prospective customers
Managing and building quality relationships with your market is critical to the success of any business. Strong relationships mean prospects are much more likely to buy because they know and trust the business, while existing customers tend to be loyal and buy more because they have a clear understanding of how the business can add value to their life or business.
Building relationships is about maintaining an ongoing dialogue with your prospects and customers through every contact they have with your business, including your marketing communications. With printed communications, it is possible to deliver a strategically managed stream of information to your market that educates, builds trust and motivates buying behaviour.
11. Measurable and flexible
Creating marketing that generates the maximum response possible often requires a process of testing and measuring. Unlike many media, responses to printed communications, such as a Direct Mailing, are highly measurable. By creating a number of versions, it is possible to measure key metrics such as response rates in targeted demographics, copy test headlines and body copy, test a range of offers, and price test to determine optimal price positioning.
12. Affordable marketing
There is a printed marketing solution for every budget. With digital printing, it is possible to print a short run direct mailing (from supplied artwork) for just a few dollars. As the quantities and complexity of the mailing package increase, so does the cost of the total campaign, but the economies of scale achieved with larger runs make the cost per contact very low compared to most media.
Direct Mail also has the unique assurance that your marketing is being delivered into the hands of a qualified, targeted contact, so you know that there is a high probability that your mailing will be seen, opened and read by a person with an established need or desire for your product or service.